Courtesy Mannix Marketing
By Valleri James
For years, local businesses have focused on improving their visibility on Google so customers can find them through search. Now, the way people discover businesses is changing.
Instead of typing “best accountant near me” or “top roofing contractor” into a search engine, more consumers are turning to AI assistants such as ChatGPT, Google Gemini, Claude and Microsoft Copilot for recommendations.
According to BrightLocal’s 2026 Local Consumer Review Survey, 45% of consumers had used ChatGPT or another generative AI tool to find local business recommendations, up from just 6% the previous year. The survey found AI had become the third-most-used source of local recommendations, behind Google and Facebook.
Rather than scrolling through pages of search results, users increasingly see a short list of businesses and an explanation of why they may be a good fit.
That means your online presence now needs to serve two audiences: the customers you want to reach and the digital tools connecting those customers with answers.
The good news is that most businesses do not need to rebuild their websites or master complicated new technology. The fundamentals that have always helped customers choose a business — clear information, helpful content and proof of credibility — also help search engines and AI tools understand your company.
Start With Your Homepage
Your homepage should immediately answer three questions: What do you do? Where do you operate? Who do you serve?
A headline such as “Welcome to ABC Company” provides little context. A more descriptive message, such as “Local Insurance Agency Providing Personalized Coverage for Families and Businesses Across the Capital Region,” immediately tells visitors what they can expect.
The clearer you are about your services, location and customers, the easier it is for people and technology to understand when your business is a good match.
Give Each Page a Clear Purpose
Every page on your website should have a specific purpose.
A page titled “Services” is vague. A page titled “Managed IT Services for Small Businesses in Glens Falls” immediately communicates what the page covers.
Use descriptive page titles, headings and content. If your company offers multiple services or serves different customer groups, create dedicated pages instead of trying to explain everything in one general overview.
Clear, focused content helps customers find information faster and gives search tools a better understanding of your expertise.
Answer the Questions Customers Are Asking
Some of the most valuable website content comes directly from conversations you already have with customers.
Think about the questions prospects ask before making a decision: How much does it cost? How long does it take? What areas do you serve? What makes your company different?
Start sections with clear answers to the questions your customers are most likely asking. AI tools look for this helpful, straightforward information when deciding what content to include in their responses.
A contractor might explain the steps involved in a kitchen renovation. A law firm could provide an overview of the probate process. An accountant might answer common tax questions.
Consider organizing these into an FAQ section and adding FAQ schema markup. While schema doesn’t guarantee better visibility, it helps search engines understand your content and makes your questions and answers easier for AI systems to interpret.
McKinsey & Company reported in 2025 that more than 70% of users who rely on AI-powered search ask questions early in the buying journey, when they are researching products, services, brands or categories.
Providing answers before customers contact you builds confidence and can lead to more productive conversations with prospects who already understand your services.
Show Customers Why They Should Trust You
When customers decide whom to hire or where to spend their money, credibility matters.
Your website should show why customers should choose you. Include customer reviews, years in business, awards, certifications, staff information, examples of completed projects and authentic photos of your team, location or work.
Real photos help customers connect with the people behind your business. Stock images may look professional, but photos of your actual team and work create a stronger sense of trust and credibility.
Trust signals also extend beyond your website. Mentions from chambers of commerce, industry organizations, community groups and local publications can reinforce your reputation. AI tools compare information from your website with reviews, directories and other online sources when determining which businesses to recommend.
Write Like You Talk
Clear, straightforward language works best.
Marketing phrases such as “innovative, best-in-class solutions” provide little value unless specific details back them up. Explain what your company does, whom you help and what makes your approach different.
The goal is not to sound impressive. The goal is to be understood.
Keep Your Information Accurate
An outdated website can make a successful business appear neglected. Incorrect information can also cost you customers. If someone cannot confirm your hours, services or contact information, they may choose a competitor who appears easier to do business with.
Regularly review your website to ensure your hours, contact information, services, staff information, photos and promotions are up to date.
Customers may also find you through Google, Facebook, review sites, local directories, chamber websites and tourism platforms. Make sure your business name, address, phone number, website and hours are consistent everywhere.
One of the most important steps businesses can take is to claim and maintain their Google Business Profile. Make sure your profile includes accurate information about your business category, service area, website, phone number, hours and services.
Google states that complete and accurate Business Profile information helps businesses appear in relevant searches on Google Search and Maps. Local ranking considers factors such as relevance, distance and prominence, along with signals like reviews and links from other websites.
The Bottom Line
As AI becomes another way people discover local businesses, the fundamentals of a successful online presence have not changed.
Businesses that clearly explain what they do, answer customer questions, demonstrate their experience and keep their information accurate will be easier for customers to find, trust and choose.
There is no magic button or secret formula that guarantees AI will recommend your business. Companies that succeed will provide clear, credible and useful information while maintaining a well-structured website that makes that information easy for search engines and AI tools to understand.
A helpful, technically sound website has always been good business. Today, it is also one of the best ways to help ensure your company is found.
Sources: BrightLocal, Local Consumer Review Survey 2026; Google Business Profile Help; McKinsey & Co., New Front Door to the Internet: Winning in the Age of AI Search, 2025.